The Tech Marketing Podcast

Have a great point of view to add? Send us a text with your thoughts! Data first, AI everywhere. In this week's episode of The Tech Marketing Podcast Jon Busby and regular guest Seb Tyack, Managing Director, Twogether Channel Solutions to welcome Divya Rajagopalan, Senior Director, Alliances & Channel Digital Innovation & Transformation at ServiceNow. Divya’s playbook starts with KPIs and adoption metrics, then layers generative, agentic AI into every PRM touchpoint. She tackles the industry’s “overstimulate the partner with content” problem by using AI to summarize, personalize, and prompt next best actions. The result is a credible ROI story - time saved, usage up, revenue enabled and a clear path to an “easy button” partner experience.

Have a great point of view to add? Send us a text with your thoughts! Turning partner programs into strategic powerhouses. In this week's episode of The Tech Marketing Podcast Jon Busby and regular guest Seb Tyack, Managing Director, Twogether Channel Solutions to welcome Seema Barman, Senior Manger of Worldwide Partner Program Infrastructure, Juniper Networks. Seema's fascinating background in clinical psychology has profoundly influenced her approach to designing impactful partner experiences in channel operations. In this episode, she shares how this unique perspective helps shape the future of partner programs, ensuring they meet partners' needs and actively engage them. Discover Seema's insights into what truly makes a partner program successful, the key metrics for ROI, and how to effectively track performance. If you're a channel leader looking to maximise the potential of your programs and MDF, this episode is a must-listen.

Have a great point of view to add? Send us a text with your thoughts! Leading with curiosity. The latest episode of The Tech Marketing Podcast sees Jon Busby speaking with Luis Felipe Sanchez, Executive General Manager (SVP), Global Partner Marketing at Xero. With a career spanning Intuit, Dext, and Visa, Luis shares how a mindset of continuous learning, risk-taking, and curiosity has shaped his approach to leadership. He reflects on navigating marketing complexity, product and partner alignment. Luis shares how accountant partners aren’t just a route to market—they’re customers too—and why enabling them through relevance, not just reach, is critical. A must-listen for leaders facing disruption and seeking clarity in an evolving landscape.

Have a great point of view to add? Send us a text with your thoughts! This week on the Tech Marketing Podcast, Jon Busby is joined by Brad Spikes, VP of Strategic Ventures and Marketing at Northwest Center, for a conversation that blends career reflection with strategic foresight. Brad discusses his journey from Nokia and Intuit to Microsoft, and now to the nonprofit space. He shares insights on building trust, leading with empathy, and the importance of curiosity. From pioneering early influencer strategies to redefining what it means to "do good" in tech, this is an episode packed with takeaways for senior B2B marketers navigating change and complexity.

Have a great point of view to add? Send us a text with your thoughts! Building the foundation of partner success. In this episode of the Tech Marketing Podcast, Jon and Seb speak with Antonio Caridad, Head of Global Partner Operations at Tricentis as the first guest of the spin-off series "Inside the Ecosystem". Antonio shares his fascinating journey from telecoms engineer to building API-driven ecosystems at IBM, and now leading partner ops at Tricentis. From the value of boring solutions to the growing strategic role of partner operations, this episode is a must-listen for any senior B2B tech marketer building modern partner programs.

Have a great point of view to add? Send us a text with your thoughts! Stop designing for portals, design for people In this episode of The Tech Marketing Podcast, we welcome back Karen Hartsell, Senior Director of Global Partner Programs at Ericsson Enterprise, to unpack the insights from the first PartnerTech X event. Listen as they explore the rise of partner-specific technology, the growing influence of AI, and why partner experience is finally getting the attention it deserves. Karen explains why technology is finally catching up to the ambition of modern partner programs. But that doesn’t stop at strategy, it's time for a complete rethink on execution, including rethinking the traditional partner portal in favour of more intuitive, intelligent interactions.

Have a great point of view to add? Send us a text with your thoughts! In this episode of The Tech Marketing Podcast, Jon Busby is joined by Seb Tyack as they prepare to exhibit at the first ever PartnerTech X event. Seb, MD of Channel Solutions at Twogether, shares his expertise on how partner experience, ROI measurement, and AI are shaping the future of channel technology. Jon and Seb explore the idea that partner tech isn’t just about capability—it’s about usability, intentionality, and service. If you’re preparing for PartnerTech X or rethinking your ecosystem strategy, this conversation will leave you with actionable insights and a renewed appreciation for simplicity and data-led decisions.

Have a great point of view to add? Send us a text with your thoughts! The crossroads for B2B marketing leaders. This week on The Tech Marketing Podcast, Joel Harrison, Founder of B2B Marketing joins Twogether's Minaz Tejani for a candid conversation on the state of our industry. Unpack what many may be thinking but few are saying: B2B marketing is being redefined. As brands request more flexibility, strategic value and genuine creativity, the old playbook needs a refresh. Joel offers a compelling look at how agencies must evolve, becoming leaner, bolder and more collaborative. Curious about The Growth Trifecta? Discover how aligning brand, demand and ABM can create marketing magic.

Have a great point of view to add? Send us a text with your thoughts! Signals over leads. Talent over tech. Confidence over conformity. Therese Parkes, Vice President, Global Market Development and Growth at Udacity, is welcomed back on this week's episode of The Tech Marketing Podcast. With insights sharpened by her shift from tech giant advisory roles to hands-on enterprise transformation. Therese and Jon explore how the B2B buyer journey is changing, why signals matter more than leads, and how AI needs more than just adoption—it demands culture, process, and talent alignment. If you're wrestling with digital transformation or evolving your go-to-market in an AI-driven world, this episode is essential listening.

Have a great point of view to add? Send us a text with your thoughts! Ready to ignite your brand story? Jaymi Bauer, a consulting CMO at Pentaho and a Tedx presenter, joins Twogether's Minaz Tejani and Vicki Sleath on this week's episode of The Tech Marketing Podcast. Listen as Jaymi dives into the importance of finding and telling your company's true narrative-without the cookie-cutter approaches that crowd B2B marketing. Revealing why establishing an authentic brand personality isn't just cosmetic but a core element of attracting top talent, growing your customer community, and building lasting trust in a competitive landscape.

Have a great point of view to add? Send us a text with your thoughts! Effective storytelling is at the heart of impactful B2B marketing. Jump into this week's episode of The Tech Marketing Podcast to hear Rebecca Mackenzie, Global Director of Product Marketing at Salesforce. Hear Rebecca explain how cultural differences shape communication, how to tailor messaging for different audiences, and why confidence is the game-changer in marketing and leadership. Whether you're speaking to a global audience or making a pitch to your C-suite, knowing how to frame your message can be the difference between being heard and being ignored.

Have a great point of view to add? Send us a text with your thoughts! AI is transforming the way we work, but in B2B sales, the fundamentals remain the same—trust, relationships, and value-driven conversations. This week on The Tech Marketing Podcast, Adam Brown, Head of Channel Sales at Samsung, joins the conversation to explore how AI can enhance efficiency and insight—but why it will never replace the human connection that closes deals. We dive into AI’s potential to reshape sales, the challenge of maintaining authenticity, and why critical thinking and storytelling are more important than ever.

Have a great point of view to add? Send us a text with your thoughts! Beth Redpath Katz, Senior Director and Regional Partner Marketing Lead at BMC Software, returns to the Tech Marketing Podcast to discuss the evolution of B2B marketing. She dives into the shift from MQLs to activated buying groups, the role of AI-driven lead qualification, and the growing importance of hyper-personalization. This insightful conversation explores how data, collaboration, and emerging technologies are reshaping the marketing-sales relationship, offering actionable insights for senior marketers aiming to stay ahead in a rapidly changing industry.

Have a great point of view to add? Send us a text with your thoughts! In this episode of the Tech Marketing Podcast, Tina O'Dell, Director & Chief of Staff & Global Channel Marketing at Juniper Networks, shares invaluable insights from her 25+ years in the tech industry. Tina discusses the evolving role of technology vendors, the importance of strong channel relationships, and how AI is shaping the future of marketing. She also introduces her newly developed Channel Marketing Playbook—a comprehensive guide packed with practical advice for marketers looking to excel in the channel space. Access the playbook at: This episode is a must-listen for B2B tech marketers aiming to drive meaningful channel results in 2025 and beyond.

Have a great point of view to add? Send us a text with your thoughts! Recover from your hangover, and kick off the New Year with a bit of festive nonsense. Join your favourite duo Jon & Harry, and special guest, Producer Nia, for a run-down of their favourite episodes and clips from 2024. The TTMP crew would like to say a HUGE thank you to all our amazing guests for joining us on the podcast this year and also apologise in advance for the chaos that is this episode. Happy New Year!

Have a great point of view to add? Send us a text with your thoughts! In this episode of the Tech Marketing Podcast, we explore the key to successful technology-driven transformation in the B2B space. Michael Maas, SVP Europe joins us to discuss why most transformation initiatives fail and how businesses can overcome these challenges with a focus on change management, AI integration, and customer-centric strategies. Discover how listening, seamless workflows, and a connected ecosystem can unlock real value and transform not just systems, but entire customer experiences.

Have a great point of view to add? Send us a text with your thoughts! In this episode of The Tech Marketing Podcast, seasoned CMO, Siew Ting Foo, joins us again to discuss her recently authored book: 'Building brands with soul: The CMO playbook'. Discover how purposeful brands drive emotional connections, inspire progress, and deliver societal impact. Dive into actionable frameworks for creating soulful marketing strategies, fostering internal and external communities, and navigating organizational transformation. Tune in now, wherever you get your podcasts.

Have a great point of view to add? Send us a text with your thoughts! Uncover the keys to driving impact in a tech-driven world. Join Jon Busby and Minaz Tejani as they continue their chat with Cat Dutton, VP of Global Marketing at Pegasystems. The conversation explores how to drive real marketing impact through alignment with sales, setting meaningful KPIs, and fostering creativity even in tech-heavy environments. From initiatives like PegaFest to navigating event follow-ups, this episode highlights practical approaches to balancing innovation and measurable results. We also explore the potential of AI as a powerful tool for enhancing productivity and generating deeper insights. Tune in now!

Have a great point of view to add? Send us a text with your thoughts! Cat Dutton, VP of Global Growth Marketing at Pegasystems takes centre stage to share her wealth of experience, including leadership roles at major B2B tech companies like Fujitsu and Atos. The first part of two episodes, this conversation dives into Cat's background and Pega's strategic approach to growth marketing, by blending ABM and demand generation. Tune in now, wherever you get your podcasts.

Have a great point of view to add? Send us a text with your thoughts! Turning data into gold... In this episode of the Tech Marketing Podcast, Jon Busby, Michele Reale, and Jonathan Sedger break down the magic of our latest event—where we revealed how first-party data, when used right, can be your secret weapon for achieving ambitious company growth. They walk you through a simple yet powerful five-step framework: Acceptance, Analytics, Activation, Automation, and AI. Other key takeaways? It’s all about high-quality data for AI success and reimagining your content strategy to build trust and lasting connections. Tune in now, wherever you get your podcasts!